The WhatsApp F1 Button is an idea that demonstrates creativity through the use of audio & radio in the context of a Formula 1 race. It leveraged a strategic placement to deliver a sponsorship message in a never seen before way. The idea connected millions of people around the world, and two of the most recognized Formula 1 drivers (Lewis Hamilton and George Russell), to WhatsApp.

In Formula 1 races, communication is key. Especially between drivers and their team of engineers. Their conversations need to be fast, constant, reliable, and secure. And those are all the things WhatsApp offers to its users.

As the official messaging partner of Mercedes AMG Petronas Formula 1 Team, WhatsApp flexed the importance of secure communication with the smallest brand placement in sports history: The WhatsApp Button.

The Button was placed on the steering wheels of the Mercedes 2024 Formula 1 cars. It was used by the drivers every time they needed to communicate through radio, in real time, with their team. And it allowed WhatsApp to own each of those moments, since the audio and video of those communications was broadcasted live.

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The brief was: WhatsApp is the world’s largest, most secure, and most reliable messaging app. It brings people closer around the world. So how do we announce our partnership and sponsorship with the Mercedes AMG Petronas F1 Team in a way that makes the WhatsApp brand stand out?

In the first 4 days of the activation, this little WhatsApp F1 button garnered 2.8 millions dollars in earned media, and 1.86 Billion in reach. And all of that organic PR led to our tiny ad on the steering wheel making a big impact in search as it became part of the Google knowledge panel.

The button is currently being used by the Mercedes F1 team at every race, which means, it is being seen by millions and millions of people through TV and online broadcast.

To celebrate the partnership between WhatsApp and Mercedes AMG Petronas Formula 1 Team, WhatsApp could have taken the usual route, and do the same as any other brand: Decide if they wanted their logo to be placed in the drivers suit, the helmet, or the side of the car.

Instead, WhatsApp decided to push creativity and embark on an innovative approach, by not just showing the logo, but actually finding a use for it that reflected the benefits of the brand, which are: Clear, reliable and secure audio communication.

That’s why the WhatsApp F1 Button gathered so much attention and positive reactions from fans. Because it was a brand strategically placed in a space never used before by any other brand.